What should I do to draw up new ideas?

In the last article "Playing WeChat Group in Stages", I made an analysis of activity innovation, and many details were not discussed in depth. However, innovation is the most important step in the short-term success of products, so today I will talk about innovation. This paper shares some thoughts of Zhu Zhu's activities in recent years from three aspects: the form of activities, the skills of doing activities and matters needing attention, combined with cases. At the beginning of enlightenment, we must first make clear what is activity innovation. Activity-based innovation is the general name of the process with activity as the means and innovation as the purpose. Improve the registration rate, activation rate and attention of new users through different forms of activities. Innovation is the first step for all new products to go to market, which is related to the success or failure of products. For novice operators, they may encounter a confusion. What are the forms of activity innovation? Usually, there are many activities we are exposed to through social media or various advertisements, but not every activity is aimed at innovation. First, the form of activity innovation is divided from the time dimension, and activity innovation is divided into short-term topic marketing, event marketing, hot marketing and so on. There are long-term fee reductions for both parties, free/half price for first-time use of products, and registration package for newcomers. What we can intuitively feel is that when a bank opens a credit card, it will directly send gifts to the card-opening users, which is also an activity strategy to stimulate users to open an account. What are the characteristics of short-term marketing and regular marketing activities because of the different duration? 1. 1 Short-term marketing activities vs long-term routine activities Short-term marketing activities are actually similar to activities aimed at brand exposure, and they all have a communication cycle of 2-3 days. However, Racine's marketing activities will focus on the application function of products, and integrate the "personality" of products into the gimmicks and selling points of the activities, so as to design and promote the activities. These famous cases include "pk Wu Meiniang", "My ID photo of primary school students", "My childhood photo" and other activities done by the Tian Tian P-Map team, as well as the "Plato's personality analysis" activity in the hot circle of friends last year. Plato's personality analysis Plato's personality analysis is a short-term marketing but high-yield activity. The activity started with the generation of its own personality map, made use of the peeping psychology of acquaintances' social circle, and became popular in the circle of friends with the threshold of zero participation of curiosity. Compared with everyone, they were all screened in the above picture. In just four days, Plato's personality analysis created 300 million+views, and 200 million people participated in the generation of cards, which attracted 4 million+fans for WeChat and increased 20w+ fans for the product. So that this game was quickly blocked by WeChat. From the effect, Plato's personality analysis is a successful activity. Today, when we look at this activity again, we will find several laws: the peeping psychology of acquaintances, zero-threshold participation and curiosity-driven are the keys to the success of the activity. The biggest feature of acquaintance circle is that the user's status will only be presented after careful labeling. In layman's terms, I just want to listen to the information of people I care about and talk to people I want to talk to. Because they are acquaintances, they unconsciously hide some information that they don't want to disclose, and optimize or emphasize some information. The personality discourse presented in Plato's "Personality Analysis" is actually positive, just like I once praised myself, but I praised my good thoughts through the software or algorithm in my head. From the execution environment, Racine can be divided into online and offline. 1.2 online activities vs offline activities online activities, that is, relying on online to complete user registration, activation and other links. From Zhu Zhu's experience, online activities are the main activities we usually contact. Offline activities are often just a supplement to online activities. The picture below shows the app/ public * * * push activity. This kind of activity usually occupies crowded places, and small prizes are used as incentives to attract users to download or register. In the short term, the number of users will increase rapidly, but if these users are not stabilized while the iron is hot, the customs clearance will also increase rapidly. However, places with large traffic have always been a battleground for businesses, and not every business has the opportunity to set up stalls in crowded places to do activities. Small studios such as "wedding photography" and "jewelry customization" hidden in office buildings are usually updated in the old way. Because there are few people in the store, merchants cherish every customer who comes to the store more, through emotional marketing, low-price competition and other strategies. Encourage old users to bring new users. Speaking of which, you may be anxious to start planning a new activity. But don't worry, please look at the new precautions in the activity before you act. 2. Precautions for event promotion 2. 1 Clearly promote new user groups, and make clear the psychological characteristics of users before planning activities. Because a promotion activity consists of user portrait, user characteristics and psychological analysis, activity process planning, material preparation, activity promotion and implementation, effect monitoring and other links, which are closely linked. Once there is a deviation in the user's portrait, the effect of the activity may be different, with half the effort. In the new stage, it is recommended to focus on users who are highly consistent with the product. Don't be greedy for "big and complete" and set all age groups/regions as your own new users. Mobike and ofo both started from Beijing and Shanghai, and gradually extended their products to other cities when these cities were already operating well. Secondly, the grasp of users' psychology also determines the success or failure of an activity. After determining the user group, please analyze the psychological characteristics of users, list several issues that users are most concerned about, and make creative planning again on this basis. Finally, let's see if we can borrow hot marketing. Of course, hot marketing is already an advanced technology, and its proper application depends on team creativity and luck. 2.2 Understanding human nature is the highest level of marketing. Understanding human nature is the highest realm of marketing and a perfect activity, which can stimulate users' self-communication without prizes as bait. However, this activity is based on a deep insight into the user's psychology. Similarly, taking Plato's personality analysis method as an example, we observe each personality label ourselves, and each personality label is different, which not only reaches the definition of "personality" for young people after 90. Secondly, the personality characteristics and even shortcomings on each personality label are written as commendatory words. This satisfies human weakness and loves to show their perfect characteristics. I want to ask, who doesn't want to share something that proves their beauty on social platforms? Judging from this case, Alipay's "drying bill" and the "clothing crossing class" of the US app are all based on human nature itself. 2.3 User experience is king Generally speaking, users have not established brand awareness of new platforms and new products, so the presentation form and participation process of new activities must be clear and simple. Try to use pictures, videos and other intuitive forms in the presentation form of the activity, so that users can figure out what the activity is and how to participate in it within 2 seconds. In the process of participating in activities, users should be allowed to "click" a few times as little as possible, or even operate only once. As we all know, when the average user brushes the feed stream of Weibo WeChat, every message will not be noticed for more than two seconds. If the user doesn't know what you want to express after this time, you will be replaced by the next message. So when we set up activities, we must think from the perspective of user experience. However, this does not mean that all our activities have no threshold, and different activities are treated differently. In the graduation season in July last year, our team conducted a "most beautiful alma mater" selection activity, aiming at increasing the download volume of app. The activity is done on the h5 page, and users can vote without paying attention. However, after the voting is completed, the system will pop up a pop-up prompt of "Download app Double Voting". In the end, we got twice as many downloads as expected. This is how to skillfully prevent users from resenting in the activity design, but it has achieved our goal. Having said that, everything should be implemented. Let's summarize the excellent planning skills for the next Racine event. Third, the general skills of activity innovation 3. 1 Use hot spots to improve the effect of activities. In Zhu Zhu's view, it can be divided into two aspects. On the one hand, it is a fixed hot spot of solar terms, such as New Year's Day, Spring Festival, Lantern Festival, graduation and other fixed days. When planning the annual activities, we can sort out the fixed days throughout the year, choose a few festivals that are most related to our products, and plan several large-scale activities. On the other hand, it is a social hotspot. This kind of activity planning must be "fast, accurate and ruthless", and the hot spots should be completed within two days of the sudden outbreak of hot spots, and the spread of their own brands should be completed with the help of the hot spot communication cycle. This kind of leverage requires higher creativity and adaptability of planners, and also examines the short-term planning creativity and execution of a team. 3.2 Diversion of other channels, focusing on core channels. Generally speaking, users gather in many channels, such as WeChat, Weibo and vertical apps. If we identify the users of a core channel, other channels can help us with synchronous diversion. For example, we decided to pull a new app, and we can publish the same activity in all user channels of the new media matrix, but the requirements for participating in the activity mentioned that "participating in the activity on the app is effective". In this way, you can use the activity participation rules to "divert" users from other channels. At the beginning of last year, our app was completely revised. At that time, in order to promote app, within two months, we changed all forms of participation in online activities to "effective participation in app". For a while, the number of app downloads increased greatly. In the absence of special promotion activities for app and 0 Fund. Our APP download volume is the second in Shaanxi media information category. 3.3 Establish an active community to increase user stickiness. Compared with old users, new users have lower user loyalty. Therefore, it is easy for users brought in after an activity to have a high user turnover rate. In view of this situation, the best way to improve new users' familiarity with products and increase their stickiness is community. So we'd better leave an official group number during the execution of the activity. After new users join the group, customer service will answer their questions and increase the goodwill of new users to the products. Well, the above is a new chapter in the activity operation shared by Zhu Zhu. In the next article, Zhu Zhu will mainly share the details about improving the participation in online activities. Interested children's shoes can continue to pay attention.